210 ☼ Stop Chasing Trends (Start Finding Your Voice)

Why going against the grain beats following formulas

Hello friends,

This week I want to talk about finding calm in creative chaos, and about becoming the eye of the storm instead of getting swept up in it.

I'll share a brand new video we made that captures this idea, some images from that shoot, and my thoughts on why your most authentic work often comes from stillness, not movement.

In the past few days, we’ve also officially kicked off our 100-day creative project following the daily micro prompts from Process Workbook Volume Three. At the end of this letter I’ll share some of my images from the first week, plus one from a reader who has joined in.

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In The Eye of the Storm

Never do what they do infinitely go against the grain - Black Thought

Every time I see the creative internet lose its mind over the next big thing, I go back to this lyric from "What They Do" by The Roots. Scroll through any platform right now and you'll see the same frenzy. Someone discovers a technique or formula, it explodes, everyone copies it, then we all move on to the next shiny object.

I'm not immune to this. When Humans of New York first became popular, everyone said we needed tiny snippets of micro "content" because people had no patience. The smart move would have been to follow that playbook. But I am stubborn, if nothing else, so instead, I went the opposite direction.

I published One of Many as a series of long-form photo essays, the exact thing that wasn't supposed to work. It became my first successful project and brought my first paying clients. You might remember it from Process issue 082. (If not, read it here.)

Going against the grain worked because I stopped trying to ride someone else's wave and started making the work I actually wanted to see in the world.

What We Lose in the Storm

The thing I’ve found is that when you're constantly chasing trends, you lose access to the quiet place where your real ideas live. That voice that knows what you want to make and who you are gets drowned out by the noise of what you think you should make or be.

The creative internet promises that if you just follow the right formula, use the right format, copy the right approach, you'll find success. And you might find success and an audience, but will you find your voice that can help you last beyond the trend?

The Power of Strategic Stillness

We made a video about this idea with Tim, a musician who was visiting from London. He's a friend of my friend and collaborator Perzia, and he'd come here to take a break from his usual surroundings. The concept resonated with him immediately.

We shot it in one eight-minute take. Tim stood completely still while Perzia, Harry and I moved around him, styling and shooting. Then we sped it up 20x, creating this blur of motion around perfect stillness.

Watching it back, I realized it captured something essential: your most authentic work doesn't come from chasing the storm. It comes from being calm enough in the center that you can let everything else spin around you while you focus on what matters.

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This Week’s Small Step: The Pause

Before you create anything this week, try this: take a moment to remember who you were before you knew what was "supposed" to work.

• What inspired you to create in the first place?

• What would you make if you couldn't fail?

• What story are you dying to tell?

Then make that thing, even if it goes against the grain. I'd love to see what happens when you share it in the comments.

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Alright, that's me for this week. Take a moment this weekend, and make something imperfect. Join us for the 100-day challenge if you need some inspiration, more on that below, just keep scrolling.

Also, if you’d in or near London, join us for the Process Photowalk, September 20th. Thanks to MPB.com's support, it's completely free, just RSVP here.

Talk soon,

Wesley

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📷 What I Used This Week

People often ask what I’m using and here’s this week’s setup:

Camera: Pentax 67ii + 105mm 2.4 lens and Canon EOS R5 + Canon RF 24-70 mm f/2.8 L IS USM lens.

This issue is supported by MPB.com, which is my personal go-to for buying, selling, or trading used gear. Everything comes with a 12-month warranty.

This issue is also supported by picdrop.com, my preferred tool for building galleries to let my clients review, select, and download photos. Use “PROCESS” at checkout to get a free 2-month trial.

Lab: My film is processed by Carmencita Film Lab. I trust them fully for both their work and their humanity. Use code "PROCESS" for a free upgrade on your next order.

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How You Can Support Process?

If these Sunday issues give you something, energy, motivation, a new way of seeing. you can support Process by picking up:

The Process Workbook, Volume 3: A 100-Day Creative Habit is built to help you develop your eye, stay creatively grounded, and finish the year with a quiet body of work that feels like you. It’s €14.99 from my webshop or free for paying members of the Process Photo Club, along with a bunch of other perks and books. More info here.

We just started our 100-day journey two days ago, and I already have seen some very cool pictures coming through on Instagram. Check out this on by Nik.

Here are my own snaps from the first three days:

If you haven’t joined us yet, grab yourself a copy of the workbook and join me for five minutes a day to build yourself a nice creative habit to end the year with.

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🗃️ Browse the Process Archives.
📜 Read the Process Manifesto.
🚧 Currently Working On¹

1. Currently Working On / Project Updates (r = release date)

• Process Workbook, Vol. 4 — Writing has started (r: Jan)

• Creatives In/AMS — Preparing launch

• NOTICE Journal, Volume Two — Image selection, round 1

• 25 in 2025 — Preparing for September shoots

• Photo Walks: London (Sep 20), Paris (Nov 16)

• New Portfolio Website — Learning how to code!